第5章 主要国の自動車インフォテインメント技術市場予測

第6章 自動車インフォテインメント技術市場のSWOT分析

第7章 専門家の見解

Tech Mahindra

Qualcomm

第8章 主要企業

第9章 結論

世界市場の促進因子・阻害因子

市場展望

重要因子

AppleとGoogleの役割

プライバシーと安全性の懸念

主要国市場の予測

2次市場予測

第10章 用語

図表

目次

The infotainment technologies market encompasses information and audio visual
entertainment systems for the purpose of navigation, safety, security,
communications and leisure. In recent years in-vehicle infotainment (IVI) has
seen substantial growth with the increased popularity of smartphones and
tablets. IVI in its current form has been around since the 1990s but
improvements in computing technology and the wireless infrastructure have
resulted in new possibilities. Meanwhile consumer expectations are also
changing ensuring steady growth of demand, forcing vehicle manufacturers to
offer advanced infotainment systems in their cars. Visiongain assesses that
the global automotive infotainment technologies market will total $31.72bn in
2013.

Most current infotainment systems are mimicking the interface found on tablet
computers and smartphones. This has been a positive development for automotive
OEMs but it has also showed some of the weaknesses of the current automotive
infotainment industry.

The biggest and most obvious disadvantage of the majority of infotainment
systems is they feel dated and underdeveloped compared to modern tablets.
These shortcomings are somewhat inherent to automotive infotainment as
development times for vehicles are so much longer than for other consumer
technology. However, it is also somewhat caused by the automakers' inadequate
approach in developing their head-unit infotainment systems. Carmakers have so
far mostly set themselves the goal of integrating existing automotive
technology in a touch-screen head-unit that resembles a smartphone or tablet
computer. This has resulted in systems that provide very little to no gain in
usability and do not offer any additional functions or benefits either.
Although this would seem a logical progression in terms of automotive
technology, it is a glaring deficiency in terms of infotainment in general.

The difference between what automotive infotainment currently offers and what
is technologically possible and expected is most obvious to people who are
used to modern technology. Unfortunately for carmakers this group of people is
exactly the target-group they are trying to reach with their new touch-screen
head-units.

This approach of the automotive industry is unlikely to be accepted by
tech-savvy consumers for long. Moreover automotive infotainment systems are
hindered by being almost unacceptably poor value for money to consumers; the
most simple systems start at similar prices to top of the line tablets such as
the Apple iPad and offer smaller, lower resolution screens, vastly less
functionality and limited practicality from being built-in. More advanced
systems are even more expensive but are usually offered as part of a package
of active safety systems making them more marketable and offering slightly
more potential for the future.

The pricing issue nevertheless shows that carmakers are unable to compete with
consumer technology companies on value or content. As an increasing number of
people own portable touch-screen devices, collaboration between tech companies
and automotive OEMs seems inevitable. It is likely that the long product and
development cycle of the automotive industry has been the only factor that has
prevented this kind of cooperation from happening so far. Indeed, Apple is
offering integration of its Siri (voice-control) and Maps technology in cars
and has recently announced that its mobile operating system (iOS) will be
coming to nine brands.

Apple's move into the head-unit software market is certain to shake up the
sector and push all carmakers to reconsider their infotainment business
models. Increased competition in this sector will put some pressure on unit
prices but the battle is more likely to be focused on features and usability
than on price.

A positive effect of increased competition and improved built-in software will
be that head-units can regain competitiveness against external devices such as
smartphones and tablets. Competition will continue to increase in this market
sector. Google already offers its 'Maps' application in some vehicles but
following Apple's move it is undoubtedly making plans to put its Android
operating system in vehicles as well.

Bluetooth and USB connectivity are also becoming ubiquitous in vehicles and
GPS and navigation applications are similarly omnipresent in touch-screen
devices. This will slowly negate some of the need for separate touch-screen
devices at home and in a vehicle.

This trend will mainly hit the lower, less expensive automotive segments where
carmakers are struggling to offer value for money in the tech area and at the
same time attempting to cut costs. Higher segment vehicles may turn out to be
relatively immune to the trend of external technology due to the
aforementioned safety packages as well as the lower relative price of
infotainment.

There have also been concerns about the safety risks of using infotainment
systems whilst driving. Regulations about the use of infotainment will
certainly create some challenge but most will not be difficult to overcome.
First of all consumers will still demand these systems in their cars so
regulations can only limit the types of use but are unlikely to outlaw it
completely. Furthermore, many infotainment systems already rely on
voice-activation for most services, a technology that decreases driver
distraction significantly. There are also possibilities of integrating active
safety features such as driver monitoring with in-vehicle connectivity, this
will allow manufacturers to actually improve safety through the use of
infotainment and telematics.

Despite these aspects of concern, the infotainment technologies market will
experience growth. Global demand will continue to grow with economic
development and improved wireless infrastructure. Carmakers, aftermarket
suppliers and technology companies will need to respond to this increasing
demand by continuous innovation. They will also need to address the difference
in product development cycle between vehicles and consumer technology. The
automotive sector is used to moving relatively slowly, something that will
have to change as modern technology is increasingly introduced into the car.

SWOT analysis of competitive factors: strengths, weaknesses,
opportunities and threats revealing what drives and restrains the industry
and the prospects for established companies and new market entrants.

What makes this report unique?

Visiongain consulted widely with industry experts and full transcripts from
these exclusive interviews with Tech Mahindra and with Qualcomm are included
in the report. As such, our reports have a unique blend of primary and
secondary sources providing informed analysis. This methodology allows insight
into the key drivers and restraints behind market dynamics and competitive
developments, as well as identifying the technological issues. The report
therefore presents an ideal balance of qualitative analysis combined with
extensive quantitative data including global, submarket and regional markets
forecasts from 2013-2023 - all identifying strategic business opportunities.

Visiongain's report is for anyone requiring analysis of the automotive
infotainment technologies industry and market. You will discover market
forecasts, technological trends, predictions and expert opinion providing you
with independent analysis derived from our extensive primary and secondary
research. Only by purchasing this report will you receive this critical
business intelligence revealing where revenue growth is likely and where the
lucrative potential market prospects are.

If you buy our report today your knowledge will stay one step ahead of your
competitors. Discover how our report could benefit your research, analyses and
strategic decisions, saving you time. To gain an understanding of how to tap
into the potential of this market and keep one step ahead of the competition
you must order now our report the Global Automotive Infotainment Technologies
Market 2013-2023: In-Car Audio, Entertainment & Navigation